The campaign was at the intersection of three most popular elements of Andhra Culture - films, celebrities and dance. Film Star Allu Arjun is a dancing god when it comes to the youth of Andhra. And the only thing better than seeing him dance, is making him dance.

Enter India's first Augmented Reality campaign. We put AR labels on 7UP bottles which allowed our consumers to log in to a website and literally control Allu's dance moves by moving the bottle.

The entire communication started with TV teasers, innovative outdoors and viral videos, followed by mall activations and in-store promos.

There were also lucky winners every hour who won iPods and other cool merchandise.

Over 1,50,000 people participated in the activity. The sales of 7UP went up by 22% during the period of this campaign. It generated Rs. 22,72,450 worth of free airtime and made Allu Arjun the 6th most searched celebrity on yahoo.com